Rebranding at Scale

I helped lead a digital transformation for a global B2B manufacturer by consolidating multiple web properties into a single, accessible, and scalable design system. This work supported internal teams, increased delivery speed, and set a foundation for long-term consistency.

Turning evolving ideas into grounded, usable design

CLIENT

Solenis

CHALLENGE

Unify 120+ websites and 4,000+ pages during a global acquisition. Translate evolving brand elements into a scalable, accessible digital system that teams could trust and implement.

ROLE

Lead UX/UI Designer, led design systems, accessibility, and cross-functional alignment across design, content, and development.

LIVE SITE

Solenis.com

OUTCOME

Launched a scalable design system that unified the brand across platforms. Improved team efficiency, internal adoption, and long-term brand cohesion.

My role was to take everything that was evolving, including messaging, visual identity, and structure, and turn it into something people could actually use and understand. I focused on building the digital experience with flexibility and consistency in mind. That meant designing modular layouts, refining content flow, and creating reusable components that worked across teams, languages, and product categories. The goal was to make the experience feel whole, even while the brand was still coming together behind the scenes. Working closely with strategy, brand, and development, I shaped how the new identity showed up and kept us aligned as things moved fast. In Figma, I built a system of reusable, components, templates and clear patterns that supported both immediate needs and future growth. This was not just about applying a new logo. It was high-stakes change made clear, navigable, and cohesive for the people building it and the people using it.

35+

Rebranded components

Websites rebranded

400K

Increase in monthly page views

9,464

Redirects

Systematic design for scalable UX

To support rapid brand growth across multiple sites and devices, I focused on clarity, flexibility, and accessibility in every design decision. The result was a consistent, scalable user experience that maintained both usability and visual balance.

Palette and hierarchy: A neutral, white-forward color scheme brings breathability while accent colors highlight calls to action and content structure.
Layout and interactions: Modular grids and generous spacing allow content to adapt across varied contexts. Mobile-first design and progressive disclosure reduce cognitive load.
Components and navigation: Atomic design principles promote reuse and speed development. Minimal, predictable navigation supports diverse user roles and deep content structures.
Systems and process: Built a scalable Figma system with clear patterns, helping teams move quickly and maintain consistency across teams, markets, and product areas.
Collaboration and clarity: Partnered with stakeholders and developers to align design intent with technical constraints, ensuring the system could be implemented, sustained, and evolved.

Scaling a unified experience across a growing brand

Throughout my career, I’ve built a process grounded in clarity, collaboration, and results. Every step reflects real-world experience, ongoing learning, and the belief that structure and communication are key to solving complex challenges.

At the start

Built for scale from day one
‍I designed modular components early in the process to support a growing network of sites. This approach created consistency across teams and touchpoints without needing to reinvent the system.

As we scaled

Maintained clarity through complexity
‍I prioritized hierarchy and accessibility to help content adapt across devices, regions, and audiences. Each layout reinforced intent while staying flexible for long-term use.

Team alignment

Translating vision into reality
I collaborated across teams to align UX with technical needs, ensuring the system was not just well-designed, but durable in practice.

Looking
back

Clarity without compromise
‍The final system unified brand, content, and interface into a cohesive experience. It’s proof that scaling doesn’t mean sacrificing usability, it means designing with intention.